Service-dominant logic: marketing research implications and opportunities
Year: 2010
Type: article
Abstract: According to the foundational premises of the service-dominant logic of marketing, in determining their experiences, customers use and integrate their (operant) resources to co-create value. This paper considers the potential, for marketing and consumer research, of recognising customer resources and integrating them into the research process. Three approaches are described – consumer (blank page) diaries; multiple customer introspections; customer critics – in order to evaluate the potential. Practical issues involved with treating customers and students as partners in the research process are raised.
Source: Journal of Customer Behaviour
Institutions: University of Liverpool, Florida State University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2106668094